Consumers have become bored using their analytical system 2 to understand the arguments of traditional marketing messages. They prefer to look for information on Internet themselves or to trust their intuitive system 1

2. CEOs want KPIs

In a 2011 study by the London-based Fournaise Marketing Group, 73% of the 600 CEOs interviewed said that marketing managers lack business credibility and the ability to generate sufficient business growth. As well, 72% are tired of being asked for money without explaining how it will generate increased business. Finally, 77% have had it with all the talk about brand equity that can’t be linked to actual firm equity or any other recognized financial metric.

3. Traditional marketing is not compatible with digital and media breakthroughs

4. Purchases are not sufficient to capture the complexity of customer behavior and value

Customer lifetime value (CLV), only based on purchases, is not sufficient to measure the complexity of the customer’s potential value. The customer’s network, willingness to pay, impulsive behaviors, risk and loss aversion, overconfidence, brand familiarity, herding tendency and many other personal attributes related to the consumer’s intuitive system 2are key to evaluate how much a customer is worth, depending on the purchasing context.